← Your Daily Real Estate Podcast with Tristan Ahumada
Your Daily Real Estate Podcast with Tristan Ahumada
Episode 836: Meta Ads Lower Conversion Rates? Here's How To Fix It
00:10:34
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This is part two of our three part series on paid leads. Yesterday we covered Google and YouTube leads. Today we're talking about meta ads. And look, I know there's a reputation behind them. These leads have the lowest conversion rate of the three, but there's still real gold here if you know how to work them the right way. Meta leads act fast, so they click on everything and they're very curious, but they're not always ready. Obviously, the mistake most agents make is trying to force a serious conversation with someone who isn't at that stage yet. Meta leads don't need pressure. They need clarity, direction, and simple choices. By the end of this session, I want you to understand the mindset behind meta leads, how to move them from cold to warm, and the exact first message that helps you get to where you want to go, which is build relationships. Well, at least I hope that's what you want. Right? This is your daily real estate podcast. It's a show, it's, it goes on YouTube, it's a podcast, like I said, five to ten minutes every day to help you grow your business. I'm Tristan. I've spent the last 22 years helping agents build better systems, changing this industry, just like I'm doing right now. Let's jump in now. When it comes to meta leads, I've been running them since 2015. In fact, I introduced them to the whole industry with a couple of my friends. And then I worked with Facebook and Instagram to not only bring lead ads to everyone through companies like Ylopo, but also helped everyone in real estate discover at the time they were called dare ads, dynamic real estate ads. And since then they've changed it. Right? But that, that whole round with Facebook where I consulted them with for four years, was absolutely amazing. It helped me understand lead ads differently and helped us monetize them to the best I've seen in the industry where we were closing lead luxury listings, and in fact we still are from it. The approach is different though. I think these are, like I said earlier, these are the lowest converting leads in real estate. Why? Well, I think the challenge is that most of these people are just scrolling through the Internet and then they see an ad and it's you and it's like, well, cool, not cool. More importantly, if it's property, they're like, oh, that looks nice. I like this property. Let's take a look. And the intent is really low. In fact, I'd put it at the very top where you have tofu, mofu, bofu, and top of funnel, middle of funnel and bottom of funnel. This is at the very top. But over time it could be the most amazing lead because they haven't gone anywhere, they haven't really talked to an agent, they haven't really thought about buying or selling heavily. It's very passive. And your approach here needs to be fast at the beginning, but very slow and warm to create this trust. And I think that's where we lose them because they're not a referral, they're not a lead coming in, asking for specific information about any property. You just want to reach out to them and see where they're at, ask the right questions. The key to this, because I've done it live on our coaching sessions, the key to this is slow, ask questions, tone, has to be on point, does not have to be pressured. The mistake you're going to make and you're going to hear other agents make on this one is when they're going right in for the kill. Listen, do you already have an agent? Do you want to go see a property? Did you already get pre approved? Those are mistakes you're going to make with these leads. Now some of these, some are going to be absolutely amazing, especially in different areas. My area, Los Angeles, Ventura county. We've closed many online leads from Meta in the first 30 days. That means we put them under contract within 30 days. But we also, we also spend quite a bit of money on this. So for you, I need you, I wrote this down. I need you to give small, useful bites of value. That means as you're talking to them and saying, hey Joe, it's Tristan, you just visited our website through Facebook. Listen, I don't want to spam you, but can you tell me what you're looking for exactly? Are you looking to be closer to the ocean? Are you be or you want to be closer to the mountains? What's, what's the idea here? And then just shut up and listen. And it could be a form of that or it could be you're looking for, like I, like I mentioned yesterday on Google, it could be, are you looking for a town, home or house? Are you looking for a fixer up or something to move into something ready and then just see where they're at and they'll say, no, I'm just looking. And then obviously you're going to say, yeah, you know, that's fine. I just want to make sure that from the very beginning I'm sending you things that you actually want to see, like the right cities or at least the right area. So are you only looking in Malibu? Are you only looking in Santa Monica? Are you only looking at Thousand Oaks? You see, when you do that, you do two things, and I call this the PSLV method that I created where you're giving them permission P to waste your time. That's key. Permission to waste your time. That means, hey, you know what? I don't want to spam you. I don't care if you ever buy, but I want to make sure that you enjoy our website. So can you tell me a little bit more about what you're looking for so we can send you homes to your email address? That way you enjoy being on our site. Permission to waste my time. Right. And a lot of agents don't have the patience to do that. But you have to with these types of leads. In fact, Google as well, and sometimes blog leads and YouTube leads and organic video leads that you're getting. Right? Patience. P.S. now you have to be specific. Ask specific questions. P.S. so now they're coming through and they're saying, well, you know, Malibu. We're maybe looking in Malibu, but we're also looking at the Pacific Palisade. Now you ask Pacific questions. Great. What's bringing you to Malibu? Now if they would have said, you know, we're probably looking two years from now, but we'll check a look, we'll take a look at your site and you can say, well, what's bringing you in here two years from now? Get specific. Because the more specific you get along the lines of their answers, the more you'll put them into that funnel to get better responses. So you can then fill in your CRM and understand, is this a person that I want to talk to now more, or somebody that's kind of ways off? Because I don't want to spend too much time on people that aren't ready right now. Right, right. P. S. You get specific and then you listen. L. Keep listening, keep listening, keep listening, keep listening. Because they're going to give you something. They're going to be like, you know what? Two years from now, I'm looking to retire. It's going to be somewhere in SoCal. I just don't know yet. And I'm coming in from New York. Right. You give them permission to waste your time. P.S. you ask specific questions. L. You listened to. And now the one that you're going to absolutely do amazing with is V. You're going to give them value, because now you listen and you're going to be like, got it. Listen, Joe, I hear you. When we hang up. I'm going to do something. I'm going to send you a quick two page document. It kind of outlines the things you need to watch out for for when you're moving down to California in the next two years. You know, things may change a little bit for the most part. You can read it and at least see the things that you need to understand before you move here. Differences between New York and California. All right, take a look at that and then we'll stay in touch. And then do me a favor, I'm going to send you a few properties and just let me know if I'm hitting the right marks in the next few months, is that okay? And then you just move on. But the key that nobody is doing is you're going to go to ChatGPT or Claude and you're going to make this great form and the form is going to be like, well I have Joe's moving from New York to California. What are the things I need to watch out for? Boom. Document, PDF it, send it over. Now you're giving value. See these are very different and you've got to put them in some type of a nurture plan. What's your nurture plan look like for two years or what does the retargeting look like? Remarketing? Are they going to see you again later on so they come back to your website and not to Zillow or Redfin or realtor.com or anywhere else. The answer is you better be doing that because if you don't have that system, you shouldn't be doing Facebook lead ads. A lot of these are nurture. So long. Nurture is the key to this. Use simple check ins tied to value. Absolutely no pressure. You listen, right? Listen to where they're at. That'll tell you how you need to react. You build trust over a long period of time and that's how you win with these. Remember this is episode 736. It's part of a three part series. If you need this one, just message me on Instagram DM me episode 736 and I'll send this over to you. I need you to do a much better job when it comes to online leads, specifically meta. If you have been thinking of using this type of lead source, whether it's Instagram or Facebook, you can do it yourself. You can go through different companies. I know my friend Travis Thom. I'm trying to think of his product name. Can't think of it. But Y Lopo does it lofty does it as well, there are a lot of companies that do it. Not all of them do it the same, though. So be very careful who you go with. My suggestion is if you can go with a company that's already part of your CRM, either lofty or another one, test them out. Not all of them are equal, though. My recommendation, do it yourself. Learn it. If you don't have time, go to Y lopo. Go to Lofty. More importantly, we're always breaking things down like this. We're always helping our agents get to that next level. I'd love to see you at a brilliant tribe group coaching, but again, for now, just message me and I'll send this over to you. Have an awesome day.